Top 5 Website Mistakes Small Businesses Make (and How to Fix Them)

Your website is often the first impression your business makes, and in today’s digital-first world, that impression matters more than ever. A well-designed website can build trust, drive conversions, and clearly communicate your value. On the other hand, a confusing or outdated site can cost you leads before you even know they visited.

At 39 North Marketing, we build websites every day for small and medium-sized businesses across Greater Cincinnati, Southeast Indiana, and beyond. And while every business is unique, we’ve seen some of the same challenges pop up again and again. Below are the five most common website mistakes small businesses make—along with practical tips to fix them and turn your website into one of your most powerful marketing tools.

1. Ignoring SEO Basics

The Mistake: Even a well-designed website won’t help your business grow if no one can find it. Search engine optimization (SEO) is what helps your site show up on Google when people search for your products or services. Ignoring SEO basics is like having a billboard in the desert; your website looks great, but no one’s going to see it.

And while website traffic might be down through traditional search engines as more users turn to generative search for direct answers to their questions, having good SEO practices will also increase the likelihood of being directly cited by generative search engines like Google's Gemini AI Overviews or searching directly on Open AI's ChatGPT.

How to Fix It: Start with keyword research to understand what your audience is searching for. Incorporate relevant keywords into your headings, page titles, meta descriptions, and throughout your content in a natural way. Make sure your site loads quickly, is mobile-friendly, and includes internal links. Use tools like Google Search Console and Google Analytics to track performance. Or, work with a team like 39 North Marketing—we build SEO strategy into every site we create so your business can attract organic traffic and grow sustainably.

2. Not Mobile-Friendly

The Mistake: Mobile optimization isn’t optional anymore, it’s essential. Now, 62.66% of all web traffic comes from mobile devices, and that number continues to rise. If your website isn’t easy to use on a phone or tablet, you’re not just inconveniencing visitors, you’re actively losing potential customers. Poor formatting, slow load times, and hard-to-click buttons are all signs your mobile experience needs attention.

How to Fix It: Use a responsive design that automatically adapts to different screen sizes. Your site should be easy to scroll, easy to tap, and fast to load on any device. At 39 North Marketing, we build mobile-optimized websites from the ground up because we know that’s where your customers are. If your current site isn’t cutting it, it might be time for a refresh.

3. Vague or Confusing Messaging

The Mistake: You’ve worked hard to build your business; don’t let a vague homepage sabotage that work. Too often, websites fail to clearly state what the business does, who it serves, or why someone should choose them. Visitors shouldn’t have to hunt for answers. If it takes more than a few seconds to understand your business, most people will click away and never return.

How to Fix It: Start with a clear, compelling headline at the top of your homepage that quickly answers three questions: What do you do? Who do you help? Why does it matter? Follow that with a strong value proposition and a concise overview of your services. Keep your copy simple and easy to scan. Remember—clarity builds trust, and trust drives action.

4. Missing or Weak Calls-to-Action (CTAs)

The Mistake: You’ve captured someone’s attention—now what? Many small business websites make the mistake of burying their CTAs or using generic phrases that don’t encourage users to take the next step. If your site doesn’t guide visitors toward action, you're leaving opportunities on the table.

How to Fix It: Strategically place strong, specific CTAs throughout your site, especially on the homepage, service pages, and contact page. Use action-oriented language like “Request a Free Quote,” “Schedule a Consultation,” or “Sign Up Today.” Make sure buttons stand out visually and are easy to tap on mobile. Guide your visitors, don’t leave them guessing.

5. Outdated Design and Content

The Mistake: Your website design is a reflection of your brand. An outdated layout, low-quality images, or stale content can make your business appear inactive or unprofessional—even if you’re delivering great service behind the scenes. It’s not just about looks, it’s about user experience, credibility, and keeping your audience engaged.

How to Fix It: Consider refreshing your website design every 2–3 years to stay current. Update images and messaging to reflect your latest offerings, accomplishments, or seasonal promotions. Regularly check for broken links, slow pages, and outdated information. A clean, modern site not only looks better, it keeps visitors on the page longer and increases the likelihood they’ll reach out.

Final Thoughts

Your website should be more than just a digital placeholder, it should be your hardest-working marketing tool. When done right, it builds trust, drives engagement, and helps your business grow around the clock.

If you’re making any of the mistakes above, don’t worry, you’re far from alone.

The good news is, with the right strategy and support, they’re fixable. At 39 North Marketing, we specialize in building strategic, user-friendly, mobile-optimized websites that help small businesses clarify their message and get better results.

Let’s make sure your website is working as hard as you are. Contact us today to get started!